Rhino Linings

What Rhino Linings does

Rhino Linings Corporation, founded in 1988 and headquartered in San Diego, California, is a privately held specialty chemicals manufacturer that develops and produces advanced polyurea, polyurethane, and epoxy protective coating systems. The company pioneered the spray-on bedliner category in the United States and operates a product portfolio spanning multiple brands including Rhino Extreme (industrial-grade polyurea), Rhino Hybrid, SolarMax (UV-stable aliphatic), TuffGrip, HardLine, Tuff Stuff (tactical/military grade), Rhino Foam (spray insulation), and Rhino Flooring. Its core technology is multi-component polymer chemistry synthesized through polymerization reactions between isocyanates and resin blends, offered in both 1:1 and 2:1 ratio formulations with specialized variants for flame retardance, geotextile applications, and high-pressure spray systems. The company serves automotive, industrial, flooring, foam/insulation, and security/defense verticals, with applications ranging from truck bedliners to blast mitigation for military vehicles.

Rhino Linings distributes its products through a hybrid go-to-market model anchored by a global licensed applicator network of 2,000+ independent operators across 80 countries, supplemented by direct B2B sales to automotive dealerships, fleet operators, and industrial companies, and an authorized e-commerce portal (eorder.rhinolinings.com). The company generates revenue primarily through one-time sales of coating materials and chemicals to its applicator and B2B customer base, with each independently-owned retail location free to set installation prices at fair market value. Distribution is reinforced by certified equipment partnerships with Graco and PMC, a co-branded channel relationship with Ziebart, and a financing partnership with Regents Capital Corporation. The company is ISO certified, ANAB ANSI accredited, and certified by Perry Johnson Registrars, with active industry memberships in the American Chemistry Council, NTEA, SEMA, ICAA, and SPFA. Customer concentration is highly distributed across the applicator network, with named reference customers consisting primarily of SMB applicators and regional dealership groups rather than single large enterprise accounts. Leadership includes President & CEO Pierre Gagnon; the company has no disclosed institutional investors, parent company, or acquisition history, operating as an independent, founder-influenced private corporation across its 35+ year history.

Name

Rhino Linings

Legal name

Rhino Linings Corporation

Website

https://rhinolinings.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Rhino Linings Corporation manufactures polyurea, polyurethane, and epoxy protective coatings and distributes them through a global network of 2,000+ licensed applicators across 80 countries, serving automotive, industrial, flooring, defense, and insulation markets since 1988.

Ownership category

akta.pro rank

Product category

Protective Coatings

NAICS

Adhesive Manufacturing (32552), Resin and Synthetic Rubber Manufacturing (32521), Synthetic Rubber Manufacturing (325212)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Rubber Linings, Coatings & Corrosion Protection (Tanks, Pipes, Chutes) (IMANALAH)

akta.pro secondary industries

Polyurethane (PU) Rigid Foam Manufacturing (IMANAIAD), Construction Foams & Gap Fillers (PU Foams, Low-Expansion) (IMADAOAM)

Keywords

• Protective coatings manufacturing
• Spray-on bedliners
• Polyurea polyurethane systems
• Industrial coating solutions
• Spray foam insulation

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Protective Coating Materials Sales: Rhino Linings manufactures and sells polyurea, polyurethane, and epoxy coating chemicals and materials through an authorized distributor network. Products include bedliners, industrial coatings, flooring systems, and foam insulation. Sales flow through both direct e-commerce (eorder.rhinolinings.com) for authorized applicators and through the licensed applicator network model.
2. Licensed Applicator Network: The company generates revenue through product sales to over 2,000 licensed independent applicators worldwide who purchase Rhino Linings materials for installation services. Each retail location is independently owned and operated, setting their own service prices at fair market value.
3. B2B/Industrial Product Sales: Direct sales to automotive dealerships, fleet operators, industrial companies, and government entities for protective coating applications. Products are sold for applications including truck bedliners, industrial flooring, secondary containment, and infrastructure waterproofing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Rhino Linings develops and manufactures advanced polyurea, polyurethane, and epoxy protective coating systems sold as raw materials to a global network of over 2,000 licensed applicators in 80 countries. Its products are spray-applied as seamless, monolithic protective membranes used for truck bedliners, vehicle protection, industrial flooring, secondary containment, infrastructure waterproofing, security and defense applications, and spray foam insulation.

Product overview

Rhino Linings is a protective coatings company offering a comprehensive portfolio of spray-on polyurethane, polyurea, and epoxy products. The product line centers on several core brands: Rhino Extreme™ (industrial-grade polyurea for demanding applications), Rhino Hybrid™ (polyurea-polyurethane blend), SolarMax™ (UV-stable aliphatic coatings), TuffGrip™ (slip-resistant formulations), HardLine™ (hard polyurethane coatings), Tuff Stuff™ (tactical/military grade polyurethane), Rhino Foam (spray insulation), and Rhino Flooring (flooring systems). These are complemented by the Rhino Defender™ bedliner series and the Rhino Shine maintenance product. The company positions itself as a total solutions provider spanning automotive (truck bedliners), industrial, flooring, foam, and security/defense verticals, with products offered in various formulations (1:1 and 2:1 ratios) and specialized variants (FR fire-rated, GT geotextile, HP high-pressure) to address specific use cases from bedliner protection to blast mitigation.

Differentiator

Problem solved

Functional benefit

Brands

• Rhino Defender: Spray-on bedliner series offering customizable protection for vehicle beds
• Rhino Extreme
• Rhino Hybrid
• HardLine
• Tuff Stuff
• TuffGrip
• SolarMax
• Rhino Shine

Products and services

• Rhino Extreme

Quantifiable outcome

• Permanent protection without cracking, warping, or peeling for the lifetime of vehicle ownership
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• GracocoreTechnology or IntegrationCertified Graco distributor providing spray equipment and parts for Rhino Linings coating applications. Rhino Linings supplies genuine Graco and PMC parts and equipment to applicators as part of their comprehensive product offering.
• PMC (Proportioning Systems)coreTechnology or IntegrationCertified PMC distributor providing spray equipment and parts for Rhino Linings coating applications. Partnership ensures applicators have access to quality equipment for proper installation.
• ZiebartminorChannel Partner/ Reseller/ DistributorZiebart is a strategic partner and authorized distributor for Rhino Linings products, offering co-branded vehicle protection services through their franchise network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Line-X: Line-X is the most direct competitor in spray-on polyurea/polyurethane bedliners and protective coatings, operating a similar licensed applicator/franchise network with comparable products for truck beds, industrial, and military applications.
• VersaFlex: VersaFlex formulates and supplies polyurea, polyurethane, and epoxy coatings for industrial, infrastructure, and secondary containment, competing directly with Rhino Linings in the industrial/applicator supply channel.
• Ultimate Linings: Ultimate Linings produces spray-on polyurethane/polyurea protective coatings and operates a global licensed applicator network, competing with Rhino Linings across bedliner, industrial, and military applications.
• Specialty Products Inc. (SPI): SPI is a manufacturer of polyurea and polyurethane coating systems supplying applicators globally, directly overlapping Rhino Linings' core formulation business and applicator-distribution model.
• ArmorThane: ArmorThane manufactures polyurea and polyurethane coatings and operates a licensed applicator network almost identical to Rhino Linings, competing head-to-head in truck bedliners, industrial coatings, and secondary containment.

Broad incumbents

• Ziebart: Ziebart is a long-established vehicle protection and aftermarket franchise network; it is both a Rhino Linings distribution partner and a broader competitor offering competing spray-on and drop-in bedliner and rust protection services.
• PPG Industries: PPG is a global diversified coatings giant whose industrial and protective coatings divisions compete with Rhino Linings in infrastructure, marine, and defense applications where Rhino is pushing upmarket.
• Sherwin-Williams: Sherwin-Williams' Protective & Marine and Industrial Wood divisions compete with Rhino Linings in industrial flooring, secondary containment, and corrosion-protective coatings for commercial/infrastructure end markets.
• Axalta Coating Systems: Axalta's industrial and refinish coatings portfolios overlap with Rhino Linings in commercial vehicle, fleet, and industrial protective coatings, representing a large-cap competitor as Rhino expands upmarket.
• BASF Coatings: BASF supplies industrial coatings, raw materials, and polyurethane systems that overlap with Rhino Linings' chemistry and end markets, particularly in automotive OEM, defense, and infrastructure applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RhinoLinings_
• YouTubeyoutube.com/channel/UCzYwm4rivJ34tpFx_NB_5Bw
• Facebookfacebook.com/rhinolinings
• LinkedInlinkedin.com/company/rhino-linings
• Instagraminstagram.com/rhinolinings

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhino Linings